Micromax Ships 2 Million Smartphone Units!

A small player in the mobile battle, Micromax entered the segment as late as 2008 and is now the second largest smartphone maker in the country!

A small player in the mobile battle, Micromax entered the segment as late as 2008 and is now the second largest smartphone maker in the country! Micromax recently shipped one million phone units and has managed to snag a considerable share of the smartphone pie in India.

In a country dominated by international players till last decade, Micromax’s rise has been phenomenal. Being an Indian company, Micromax understood exactly what Indians want: smart, high-end resembling products at a low cost. In an intensely price-sensitive market, it was only by understanding market sentiments that Micromax managed to crack the code.

According to a recent report by IDC, Micromax currently holds 22 percent of the Indian smartphone market share. While the smartphone maker initially focused on feature phones at a cheap price, it did not take time for the Android revolution to influence them. While the initial offerings were basic and mundane, things changed with the introduction of Micromax Canvas series. The phones were so popular that Micromax Canvas HD was sold out on day one and the phone company hiked the price with the re-launch! It was perhaps a first in the history of smartphones that instead of a price-drop, there was a price-rise post launch.

The company managed to gain maximum reach through pretty intensive advertising and strong, well-known faces as brand ambassadors. Also, while in nascent stages there was a distrust and slight trepidation on the part of Indian buyers, Micromax overcame the challenges by ramping their after-sales services. Seeding OTA updates added to the popularity and with the company announcing the launch of 30 smartphones this year, there’s only one way we see Micromax headed: to the top.